EmpCo Explained: The New Risks for Brands Making Environmental Claims from September 2026 | Christina Kufer

Disclaimer: The conversation was originally recorded in German. We dubbed it with AI to make it accessible to non-German speakers. And since we're discussing legal topics, please be extra careful. If you have any doubts regarding translations or content, please reach out to us. Green Claims & Greenwashing: Why “Climate Neutral” and “Sustainable” Will Be Banned from September (with Christina Kufer)From September onwards, everything changes for sustainable brands. The EU is getting serious in the fight against greenwashing. Terms like “sustainable,” “eco-friendly,” or “climate neutral” will be blacklisted if they are not backed up with solid, verifiable evidence.In this episode, I talk to lawyer Christina Kufer about the Empowering Consumers Directive (EmpCo) and the Green Claims Directive. We explain why almost all generic environmental claims will soon be legally challengeable, what will happen to self-created product labels, and why the term “climate neutral” on packaging will soon be a thing of the past.Christina gives practical advice on what founders and marketing teams need to do now to avoid legal warnings and penalties.In this episode, you’ll learn:The difference: What distinguishes the Empowering Consumers Directive from the Green Claims Directive?The “sustainable” ban: Why generic terms like “sustainable” or “eco-friendly” will soon be illegal without certification.Label chaos: Why self-made environmental icons and logos will be banned — and which third-party certifications will still be allowed.Climate neutrality: Why CO₂ offsetting can no longer be advertised as “climate neutral” (and the difference between product and corporate claims).Future claims: What strict rules apply if you say: “We will be net zero by 2030.”Legal risk: What happens when the lawyer’s letter arrives (cease-and-desist letter, injunction, sales ban, sell-off periods).